One of Massachusetts largest auto insurers is sponsoring a program that allows the state’s registry to notify drivers when their licenses come up for renewal.

Arbella Insurance Group, said it has become the charter sponsor of the Massachusetts Registry of Motor Vehicles’ new License Renewal Notification Program and will immediately begin enrolling eligible drivers in the program.

Last year, as part of a cost-cutting move, the Registry said it would no longer send license renewal notifications to drivers through the mail.

A private-message marketing company, Sendza, in partnership with Arbella, began providing the service with the Registry in a pilot program launched Wednesday. The program, the first of its kind in the country, notifies drivers through an Arbella-sponsored notification and confirmation message sent from registrar, Rachel Kaprielian.

The license-renewal service is open to all eligible drivers via voice, text and email following registration at the Registry of Motor Vehicle Web site.

“This program is good for us and good for drivers in the Commonwealth who are used to being automatically notified that their license is about to expire,” said John Donohue, chairman, president and CEO of Arbella. “We like to be part of innovative local programs that support the consumers and drivers in our state, and we commend the Registry for this innovative approach to protect drivers while balancing the difficult financial constraints during these challenging times.”

Notification messages are generated monthly informing eligible drivers that their license is due to expire the following month.

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